Rarely is there a company whose logo is not as equally famous as its name. While the public may be surprised to learn how much time and consideration go into perfecting an iconic emblem, designers know better. A logo is the result of days (or months) spent conceiving dozens of different concepts; fine-tuning the smallest […]

Rarely is there a company whose logo is not as equally famous as its name. While the public may be surprised to learn how much time and consideration go into perfecting an iconic emblem, designers know better. A logo is the result of days (or months) spent conceiving dozens of different concepts; fine-tuning the smallest of details and comparing subtle variations against one another. Even with all this hard work though, blunders commonly occur. Make sure to steer clear of the common logo design mistakes outlined below.

1) Not testing the logo in different sizes.

Amateur logo designers sometimes fail to account for the fact that logos will be used on multiple mediums. For a sense of cohesiveness throughout a business, the same insignia should be used in print advertisements, business cards, web pages and more. While a maze-inspired background may look stunning when imprinted on a storefront window, it would look blurred and sloppy when printed on price tags. What’s more, your logo may be featured on promotional items like branded watches, baseball caps and totes. When you involve stitching, the subtle nuances and intricate details of a logo are bypassed in favour of simplistic visuals. While you can always ask your client about the intended use of the design, be aware that the near-future may bring unforeseen uses for the logo.

2) Making fonts too ornate.

The best typeface is rarely the prettiest. After all, when floral font is shrunk or viewed from far away, it can become illegible. Even if the wording can still be conveyed, the logo’s visually-busy font may divert attention from the overall message.

3) Relying too heavily upon colour.

If I was to ask you to envision some of the most iconic logos of today, no doubt they’re imagined in colour. However, if these same symbols were to be suddenly rendered in black-and-white, their meaning would not be lost. While colour should play a crucial role in the conception of your logo, it should not be the distinguishing factor. There are plenty of occasions in which the design may be produced in black-and-white, including newspaper ads, internal documents and transaction receipts.

4) Too many varied fonts or colours.

Tying into the above two points, too many fonts and pigments will have the same effect as a room that features a hodgepodge of different furniture types and colour palettes; it will seem like a random mess. Plus, the more variants there are in hues, the more costly it may be to reproduce across various mediums, like T-shirts or coffee mugs. While there is a handful of successful logos that feature a rainbow of different colours, it is better to err on the side of caution and follow in the footsteps of most iconic emblems.

5) Making the logo too conceptually complicated.

Rarely will you find a passerby that is willing to stop, stare and give due diligence to absorbing your logo. All the information a viewer should gather from your design should be absorbed within a prolonged glance, as this is the limited attention that most audiences will give your efforts. For this reason, relying too heavily on clever puns or hidden references may be a waste of time.

6) Failure to do research.

Time and time again, we read about major companies that fail to do proper research into how their promotional materials may be received, especially across international borders. A recent example of a business that failed to learn the meaning of its name is a PR firm entitled “Strange Fruit,”. They mistakenly thought that it referred to unique personalities instead of its well-known association on lynching. Learn from their gaffe by taking extra measures to understand how symbols and colours may be perceived by cultures outside of your own. For instance, the Japanese positively associate red with female reproduction; Greeks consider the colour to be masculine; the Middle Easterners regard the hue as symbolic of danger and South Africans relate red to grief. Clearly, understanding the intended audience’s cultural associations is paramount when designing logos.

7) Designing for yourself rather than the intended audience.

Companies with millions of dollars at their disposal do substantial market research to determine how a logo will be received. While you don’t have the same resources, that doesn’t mean that your opinion should be the only one that is factored into the design. Clearly, if you have a client, his or her opinion should take priority, above all else. However, before you present a final product for approval, receive the input of fellow industry professionals, as well as laymen who don’t know the first thing about design. After all, you’ve been staring at the same logo for days, and the symbolic meaning that may be so painfully evident to you may fail to register with those who view it for the first time. If possible, search out individuals who represent the intended audience. For example, if you’re shaping a logo for a teen girl fashion line, females of a similar age group should be consulted instead of the baby boomer males.

8) Mirroring competitors or well-known symbols.

When I ask you to visualize a logo design that is comprised of a single yellow “M,” McDonalds is most likely what enters your mind. Unfortunately, eminent companies like this have a stronghold upon such visuals. Steer clear of mirroring iconic designs, as the visual association with your logo will be the major player you emanate, rather than your unique brand. What’s more, purposeful attempts to capitalize on the success of well-known organizations can backfire. For example, let’s say you create a doll that is called “Barbar” that features the same pink cursive as “Barbie”. Not only will your company be viewed as merely a subpar alternative that offers nothing unique, but those that erroneously purchase your product thinking that it is “Barbie” will be disappointed.

Logo design is an art form that blends visual creativity with psychology and business. Once you understand the rules of creating logos, you can bend them to set new standards. However, understanding what typically does and does not work is paramount for any aspiring logo designer.

It is increasingly frustrating as a web designer to see… (pardon my french) CRAPPY logos that seem to be so incredibly successful. As a designer I am constantly trying to find the balance between clients’ preferences on their logo design, while still trying to create a logo that is marketable, applicable, and simply, usable. Often, […]

It is increasingly frustrating as a web designer to see… (pardon my french) CRAPPY logos that seem to be so incredibly successful. As a designer I am constantly trying to find the balance between clients’ preferences on their logo design, while still trying to create a logo that is marketable, applicable, and simply, usable. Often, my client’s proposals break ALL the rules outlined for a “good” logo, and the struggle to appease them while still creating something of value is very, very real. Good logos work, they’re proven to work, and I try to educate and inform my clients by giving them as many articles and websites on rules and tips to help them make wise logo choices.

Often, as I walk down the office steps after a long days work, I think I have made my point, been successful, truly given my clients the best chance in creating a successful and potent logo, but still, as I hop in my car and drive home I am bombarded my countless logos that are extremely powerful, but non-the-less, terrible. Why are there so many bad logos? And how in the world are they working?

Let’s Look at Some Bad Logos With Great Success:

First: Google.

Google is undoubtedly one of the most successful companies in today’s world and they keep gaining traction. But, based on the rules, they’re logo is terrible! Who on earth decided that blue, yellow, red and green together was a good idea. I often reference this color wheel while settling on a colour scheme, and trust me, this colour combo will NEVER come up for you. Ever.

Second: Ferrari.

Yes, they may produce one of the most sought after and renowned vehicles on the market, but the logo? It might be a nice little symbol on the side of a car, but where else could you use this logo? The colours are putrid. The letters are almost illegible. Is that “SF”, “ST” or “SJ”? Not to mention, horses do not stand on one leg. Realistically, that leg would snap in half. A broken leg? Not something I’m looking for in my next car.

Third: Burger King.

Are you hungry yet? How about now? Does this look like the King of Burgers? It doesn’t even look like the squire of burgers. Nothing about this logo says “Burger King” well… except the actual text. But, the shape and design reference something more like, “Burger World” or “Burger Planet”. I want a burger, I want it to be king, and I want it to have a crown. This simply isn’t cutting it.

So What Are They Doing Right?

These logos, although hideous for all intents and purposes, are obviously doing something right. At least their business is. These logos are all instantly recognizable. I could flash anyone of these images on a screen for half a second, and chances are, you’d be able to tell me where it came from. Simply, they are familiar, and people like that. It’s comfortable, it feels safe and often that simple visual cue creates a feeling of nostalgia, something we humans can’t seem to get enough of.

Earlier this year Olive Garden decided to get a facelift, the company was ready to relook at their brand and their product, and create something that seemed more cohesive. In an attempt to revamp their business they created a new logo, assuming it would only be beneficial, but instead, they received some terrible backlash from their customers.

The product was the same; the food tasted exactly the same, but what happened to the world’s beloved Olive Garden? How could they have done away with something so integral and important in people’s lives? Honestly, nothing of “real” importance changed. Consumers are receiving the same product. So, what’s all the fuss about? A brand and logo can mean so much to a consumer. Olive Garden could have been a place where their family used to dine for every birthday, and that simple visual cue, created an incredible feeling of nostalgia. The change of a logo created a feeling of loss amongst its consumers, it no longer resonated with them, and it created a backlash that Olive Garden could never have predicted.

Let’s return to Ferrari. Despite the demonic stallion that looks like it’s about to break its leg, there are a few other key reasons I would label this as a bad logo. Most importantly its level of versatility. Yes, like I said, it fits perfectly right in front of the driver side door, but where else could you effectively place our gallivanting friend. Nowhere. It was designed with the car in mind, and I’m pretty sure that’s all they considered. But as business owners and marketers we know that branding is key. We need our brand to appear anywhere it can in the world. We want it to look clean on a letterhead, which little detail is almost crucial in marketing, but still this car and its logo is recognized worldwide. How? I have come to the conclusion that a logo can only take you so far. Ferrari is known to be a respected; top of the line sports vehicle and no one is ever going to deny that. This company will not easily be forgotten and therefore it’s logo is beloved. I dislike the logo with every cell in my being, but would I ever ask them to change it? No. In doing so I would be wishing the same ill-fate Olive Garden experienced. People like the product, so they like the branding. They like it so much that they will put the ugly thing in a frame on their wall, they’ll wear it like a badge of honour on the front of their shirt. Some will even go as far as permanently etching it into their skin as a tattoo. It’s loved, it’s recognizable, and despite every ounce of my aesthetic judgment, they should keep it.

Now let’s look at one more logo that I disdain. McDonalds. It’s big, it’s ugly. For goodness sake, it’s just two humps! Definitely not something I would call “aesthetically pleasing”. But once again it’s recognizable, people love the familiarity, and it probably creates an immense feeling of nostalgia in regards to one’s childhood. But, despite it’s unsightly appearance, McDonalds and many other fast food companies have capitalized on something very key. The psychology of colour. Whether people realize it or not, colour changes the way that we feel, and red and yellow is perfect for fast food. Red is a colour of action, its exciting and even stimulates hunger. Yellow is friendly, inviting and comforting. These two combined creates the perfect atmosphere for fast food chains.

As a designer many of these logos may appal me. They may break all the rules, but taking a closer look into them we open a door to things that are more important than just the aesthetic appeal. They touch on human nature. They capitalize on how the brain works on the unconscious level. So, maybe they aren’t “crappy” logos. Maybe I just have a “crappy” outlook.

Your company logo is the first thing that people notice when they are introduced to your product and/or services. Therefore, it plays a vital role in creating a good impression about your company, reflecting your identity and distinguishing your brand from your competitors. You may have used your logo design across on various items like […]

Your company logo is the first thing that people notice when they are introduced to your product and/or services. Therefore, it plays a vital role in creating a good impression about your company, reflecting your identity and distinguishing your brand from your competitors.

You may have used your logo design across on various items like business cards, letterheads, flyers, brochures and even t-shirts, mugs, car wraps etc. and if your marketing campaigns have been successful so far then you must be aware of the importance of the logo for your business. We can instantly recognize a ‘Nike’ logo even from a distance simply because it represents a brand that is immensely successful. Though, you may be satisfied with the logo of your company but, there are times when you need to think about a redesign.

A Refreshed New Look

With the passage of time, it may strike your mind that may be your logo needs some makeover. The good thing about a fresh new look is that, it can also turn beneficial for your company’s sales records. It has been observed that consumers are more willing to spend on products when they find the logo on it. Like for instance, there are many people who are desperate to buy an Apple product without knowing its benefits simply because it has the Apple logo on it.

Growing Business Demands

There are plenty of examples of businesses around the world who have entered into different ventures leading to expansion of their business. It may happen that you decide to give your business a new philosophy or mission as well as offer your customers with new services and/or products. For that, you need a proper visual representation of your brand through your logo so as to accurately represent what you are offering.

Following the Trend

There are plenty of examples of successful brands who have evolved their logos along with the trends. You can take the example of Coca Cola logo. The first Coca Cola logo was created in the year 1885 by Frank Mason Robinson. The company has redesigned its logo time to time not only to stay true to the trends but, appeal to the younger generation with a more enticing look. There is a vast difference between the first logo and the latest logo of the company clearly indicating that it has adopted perfectly with the rise of new trends.

Price

Designing a business logo isn’t at all a cheap affair. May be you started out as a small business with limited capital and resources. Designing the logo of your dreams wasn’t possible simply because you couldn’t afford it at that time.

Now you may reached a position where you are considered as one of the toughest competitors in your niche. Thus, you may decide to design a logo for your company that you have been longing for quite a long period of time. A professionally designed stunning logo for your company that truly represents your business objectives and ideals!

A New Acquisition or Merger

If there is a new business acquisition or merger then, the business may decide to revamp its identity to reflect the change. This is generally done to make people aware of the new merger or acquisition as well as represent this merged identity in a new way.

The present day ‘GSK’ was created in the year 2000 after the merger of SmithKline Beecham and Glaxo Wellcome. The merge is ideally represented by the new logo thus, educating customers about the new change.

A Complicated Design

If you feel that your business logo looks complicated and makes it hard for your customers to remember it then, redesigning is definitely not a bad idea. Simplicity is the key behind making your logo successful. Use of unnecessary elements, colors, fonts, images, etc. can make it hard for the viewers to actually decipher the meaning behind the logo.

Thus, whenever you are hiring a logo design firm to redesign your logo, make it a point to simplify your logo as much as possible without losing focus on what it’s meant to represent.

Similarity with Other Logos

This is in fact, one of the biggest issues you may be facing where your logo looks identical to another business logo. It could be anything like color, arrangement, shape, proportion, etc. that may make your logo look similar with another logo. This isn’t something that your business would desire where its identity may get mistaken with another company’s identity.

Therefore, redesigning is the best option available to you at the moment to give your business a unique identity. A few tweaks here and there can do the trick provided the job is carried out by an experienced logo designer who is well aware of your business objectives.

Gaining More Publicity

Businesses redesign their logos at times simply to remain on the highlight. This is basically a marketing trick where the company seizes the right opportunity to promote its brand and make people aware of its services and/or products. Though, this type of marketing strategy may not work with small companies but, for large corporations it is certainly an effective way of marketing.

The redesign of the original logo brings much desired attention to the company helping it to pounce on the opportunity and promote its business.

Reviving a Tarnished Image

Negative publicity is something that big brands are always afraid of. It can totally tarnish the reputation of a well-known brand thus, leading to sales disruption and excessive business loss. One such instance occurred with British Petroleum. The company became the media’s target after it was charged with numerous oil spills in the late 90’s. The company decided to battle this negative impression by redesigning its logo which looked far more promising and simple from the one that was previously used.

This is certainly an effective strategy to shift the focus of attention and revive the lost impression to somewhat extent.

A Few Final Words

A logo is the most recognizable element of your business through which customers are easily able to identify your brand among the crowd. Though, you may have a perfectly well-designed simple looking, attractive logo but, at times changes are necessary. Consider a redesign only when you feel that it is absolutely necessary and take the appropriate steps to maintain the focus on your business goals and objectives.

Author Bio

Hema Gupta works as a professional writer and group leader atWebGuru Infosystems. Through this blog she has shared her personal views on what are the different reasons that may force a company to redesign its existing logo.

LATITUDE is a new online design studio that provides access to professional designers and powerful collaboration tools, making it easy to work together face to face or remotely to create beautiful design. How it began The idea for Latitude came in 2011 while one young designer was traveling. It was triggered by the […]

LATITUDE is a new online design studio that provides access to professional designers and powerful collaboration tools, making it easy to work together face to face or remotely to create beautiful design.

How it began

The idea for Latitude came in 2011 while one young designer was traveling.

It was triggered by the desire to find a better solution for people in creative industries to collaborate more effectively outside the traditional workplace. Founder Thomas Scholz, had the idea for Latitude after graduating from Parsons School of Design in New York. He and two like-minded designer friends became frustrated while collaborating on a new brand while working between different time zones. They were both travellers always on the move and fed up of writing emails. They later thought clients too would benefit from such a service by finding the best possible creative minds regardless of where they were based. Thomas became passionate to share Latitude with the world’s best creators – allowing them to remain independent, find their own inspiration and collaborate from anywhere.

When asked about what inspired the idea behind Latitude, Thomas replied:

If you ask most creative people what their ideal life would be, they would reply, ‘work on cool projects and travel.’ Travel is inspiration; it opens your eyes to a new world of design.” That’s what fuels me and most designers I know want to give creative people freedom to work from anywhere, in the places that inspire them.

There’s an inherent contradiction to working in a design studio – you are paid to be creative, but at the same time you trudge to the same desk every day, to work with the same people. The projects change, but your environment does not. We want to liberate free thinkers from the constraints of their desks so they can remain independent and creative without worrying about all the admin that comes with running your own small business.

We want designers to be able to work from the beach one day, or their studio or co-working space the next. To be able to spend winters in India and summers in New York. We want to give designers worldwide a new, unconstrained way to earn a living.

How Latitude works

Latitude is a production platform that connects clients and designers around a set of tools that streamline the creative collaboration process more effectively, breaking away from frustratingly endless email chains and bringing visual collaboration back into the forefront of the design process. This makes it easy for clients to find the right designer, then collaborate with them to develop the perfect creative solution.

The designers in the network have all been carefully curated to meet Latitude’s high standards of professional qualifications, experience and creativity. There is a broad range of design skills and depth of experience across industries to make it easy for clients find the perfect designer for their needs.

As a network started by designers for designers, Latitude believes in fair pay and transparent pricing. Designers set their own fees based on their hourly rate. Latitude takes a simple 20% commission on top of all transactions in return for sourcing clients, providing the collaboration tools and handling payments.

The Latitude design process

Fill out a brief

Imagine a client, say a London based fashion startup. They have designed a collection and chosen a name, now they need to create their brand identity. They visit Latitude and complete the simple online brief. This gives our designers all the information they need to understand the client’s business, desired brand image, target audience and project deliverables for the designer to prepare a quotation.

Choose a designer

The client searches the network and finds the portfolio of Laura, a talented graphic designer from New York, who has developed brands for a handful of recognised new fashion labels. The client is very impressed with what they see that they send her a message through Latitude to invite her to work on the project.

Negotiate a deal

Based on The client’s brief, Laura can immediately accept the project or negotiate the fee, with both the client and Laura agreeing terms through Latitude, whose terms of service guarantee client satisfaction and ensure that designers get paid in a timely manner. Once both sides agree on the project scope and cost, the client pays Latitude for the project. The payment is released to the designer once deliverables have been signed off by the client on completion. Once the client has paid, Laura receives a notification that the project is live, so she can start work.

Refine your design

Once Laura has designed initial concepts, she shares them with the client using Latitude’s online platform. Then, using Latitude’s collaboration tools, the client annotates the image to provide feedback.

Track your revisions

The site keeps track of the number of revisions, which have been pre-agreed. Extra rounds of revisions to those specified in the quote are charged at a pre-agreed rate.

Final delivery

Once the client is satisfied with their design, Laura uploads the final design files to the client via Latitude. Both of them sign a copyright agreement to complete the process, and once the files have been downloaded, Laura is paid automatically.

Benefits for clients

– Great design: Our curated network of the world’s best creatives are available to work on demand to bring your brand to life.

– Always assured: If a project is not going as planned, our support staff are on hand to mediate a solution.

– Work effectively: Latitude simplifies many aspects of the design process such as: finding a designer, briefing, negotiating, refinement, file delivery and payment so you can enjoy the process and create the best work possible.

– Save money: Latitude strips out the overheads of real-world design agencies and passes the savings on to you.

Benefits for designers

Focus on doing what you love: Latitude handles the burden of finding new clients and takes care of all administration, leaving designers free to focus on what they’re best at – design.

– Work from anywhere in the world with an internet connection.

– Fair pay at market rates: designers agree the scope and fee with the client in advance.

– No nasty surprises: When you finish a project, you know you’ll always get paid.

Q&A

How do designers get paid?

Fairly! They set their own rates and begin work knowing that they are sure to get paid the instant the client has downloaded the deliverables at the end of the project.

How does Latitude make money?

We take a flat 20% commission on top of the total project fee.

What makes Latitude different from other online design services?

We believe that you get the best results from working with a hand picked professionally qualified designer, not crowdsourcing 99 different options from amateurs. At the end of the day, you only need one solution to your brief, and to be of any value, it needs to be professional quality.

You’ve worked hard on your logo. You’ve designed and redesigned and gotten expert opinions and looked at marketing studies and redesigned again. Your logo deserves to be seen. And the world deserves to see your logo. Most people recognize logos as belonging to the realm of standard exposure. Everyday objects such as letterheads, signage and […]

You’ve worked hard on your logo. You’ve designed and redesigned and gotten expert opinions and looked at marketing studies and redesigned again. Your logo deserves to be seen. And the world deserves to see your logo.

Most people recognize logos as belonging to the realm of standard exposure. Everyday objects such as letterheads, signage and business cards are not only overdone, but they do not make a lasting impression. Able advertisers will go the extra mile and diligently place logos not only on customizable pens, but also on coasters, ear buds, art installations and buzz worthy product lines.

The downfall of many marketing campaigns is not going bold enough with their adventurous logo placement – logos can be placed in ways that most haven’t dared to consider.

Swag with Swagger

If you thought it was odd seeing the first logos on a stress ball or jump drives, you’d better prepare yourself. Phone cases, cycling jerseys, clutch bags, earbuds, and trucker hats are all fair game for logo placement nowadays. This makes simple logos, such as Nike’s “swoosh,” ideal for placement on unusual objects, but it doesn’t end there. The future of swag demands flexibility.

For your company’s part, expanding your purview of what constitutes as swag is likely a necessary step. Giveaways of any kind can be a powerful exercise in logo placement. For example, if your company is putting an initiative on a crowd-sourcing site like Kickstarter then offer truly interesting packages as incentive for support. Not only will the eponymous crowds feel as though they’re getting something for their money, they’ll also be receiving deft marketing. As an added bonus, your company will be seen as flexible and progressive.

Branding in Your Office Space

The number one place that is underutilized in logo placement is the office, itself. There are remarkably few brands that feel the need to extend their marketing to the places that they actually do business.

A well-developed logo in a clear branding strategy will have a recognizable color scheme, and this must be reflected in the office space itself.

Looking at Google’s home offices, one can clearly see the influence that their logo has had. Primary yellow, blue, red, and green cover the walls, furniture, and fixtures. Arching architecture to reflect the rounded letters, rounded furniture in lounges, branded wall decals – Google’s logo is present in almost every square inch.

Imitating this success can be as simple as acquiring piece of furniture that match the color scheme and geometric shapes present in your logo. To go a step further, obtain customized materials- and use the opportunity to give it away as swag (like those customizable pens, coasters, etc.) to your employees.

Graphic Art to Classical Art

As graphic designers, our prerogative is to ensure that logos follow rules of aesthetics. One of these rules tends to be “don’t change the logo” unless it’s a deliberate branding move. A company can choose to have multiple versions of an established logo, but having a bunch of slightly different, illegitimate logos running wild can cause confusion among consumers.

The exception to the rule is the concept of a logo as art. A flexible logo should be translatable into several mediums of art and capable of being interpreted in multiple ways.

Encouraging local artists, maybe through a contest with a prize, to make their own unique (but still recognizable) art of your logo is a fantastic way to garner publicity, good will, and also get some cool ideas for design. Displaying those pieces of art in high-traffic areas will turn your marketing campaign into an engaging exhibition with elements of subliminal brand association techniques.

A Product for Your Service

The extra adventurous (and budget flexible) can consider the case of TruBlood. The HBO show has a massive following that would recognize the show’s logo in a heartbeat. So, the show’s marketers opportunistically released an energy drink to tote around the logo and put it into the hands of fans, marketing it as the human blood replacement that features in the show. If people weren’t interested in checking out a vampire show for its own merit, perhaps their interest would be piqued by a drink purporting to be human blood replacement.

A similar, albeit hypothetical, example of successfully placing a logo on a buzzing product line might take us to a tanning bed company that wants to get its logo out there. Why not pair with a drink manufacturer and release “bottled sunshine”? It could be extremely cheap lemonade, but the logo and novelty would draw attention to the brand and create that connection between the bright, cheery sunshine lemonade and a particular tanning salon.

This tactic does require an initial investment, but its sparkly buzz-factor makes it a worthy venture. To mitigate costs, investigate a partnership with another company that might want to make an exchange of sorts (like putting their logo on something you can offer them).

When placing logos, you should be as adventurous as you can dream. Not only will you bring more attention to your logo, you’ll be giving your brand a modern, imaginative reputation.

Enterprising and savvy logo placement means that you surprise your consumers with new ideas from the very beginning. For branding that has versatility and longevity, get your logo out there and think outside the business card.

About the Author: Alice Jenkins specializes in creative branding and promotional marketing. She writes for PensXpress.